At this time of year when a new Call of Duty game hits, Activision is usually able to say that the latest release in its popular franchise is the greatest launch in video game history. But following on the heels of Take-Two's and Rockstar's Grand Theft Auto V, it seems like Activision is tweaking its message a little bit.

Instead the company is saying today - prior to its Q2 financial results being released later today - that it has "shipped" a billion dollars' worth of Call of Duty: Ghosts to retail outlets worldwide. The distinction is important because "shipping to retail" and "sold through" to consumers are two vastly different things. Still, there's little doubt that those shipped units will sell, but maybe not as fast as Grand Theft Auto V'-related inventory did.

"Call of Duty is by far the largest console franchise of this generation," said Activision CEO Bobby Kotick in the announcement. "And in the last 12 months, Call of Duty: Black Ops II, including its digital content, generated more revenues than any other console game ever has in a single year. Although it is too early to assess sell-through for Call of Duty: Ghosts, it's launching at a time when the franchise has never been more popular."

To be fair, Call of Duty: Ghosts was the "most pre-ordered" game at GameStop this year as well. That's something...